Case study · Large format
Takmeel highway billboard
One development campaign across two billboard formats: a fifty-foot printed board and a digital screen with a completely different aspect ratio. Both read by a driver at speed, in about three seconds.
The printed board runs 5:1. Logo left, image strip through the centre, Arabic right, built to be read in about three seconds at speed.
What we did
- Relaid the campaign for each format rather than stretching one to fit the other, 5:1 for print and close to 2:1 for the screen
- Set both bilingually, with the Arabic and English balanced in weight rather than one treated as a translation of the other
- Built the hierarchy for three seconds at speed: brand, then promise, then one contact route, and nothing else competing
- Held the deep green and gold across both media, allowing for how differently an emissive screen and printed vinyl render the same colour
- Set bleed, safe area and crop line on the print file, keeping content clear of the frame that eats the edges of a mounted board
The relayout is the lesson. Same campaign, two aspect ratios, two genuinely different compositions, not a crop and not a stretch. Any shop handed a landscape file for a portrait banner knows how rare that is.
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